The sales skill most people rush past

You ask the client a thoughtful question.

They begin answering—and somewhere in the middle of their response, you hear something familiar. You know exactly what they need. You have the solution. You’re ready to help. So you jump in. The problem is that they weren’t finished. You may have answered the first thing they said, but missed what they were actually trying to tell you.

The most useful thing you can say after asking a good question may be nothing at all.

This month, we’re looking at one of the most underused—and most uncomfortable—skills in selling and sales management:

Silence.

Silence isn’t an absence of skill. Used intentionally, it creates the space for clients and employees to think, explain, and tell you what you really need to know.

STOP TALKING…when you ask a question.

When you’re interviewing a new client, discussing an issue with an existing client, or coaching an employee, are you asking questions to understand their point of view, priorities, or problem?

And once you ask—are you actually listening? Or are you listening for your opportunity to respond?

Notice what happens while the other person is speaking:

• Do you become distracted, especially when the answer is longer than you expected?

• Do you begin composing your response before they’ve finished?

• Do you hear one familiar detail and immediately decide that you know the solution?

• Do you interrupt because you’re eager to demonstrate your expertise?

When you fill every pause, you may prevent the other person from reaching the most important part of their answer.

STOP TALKING…when you finish answering their question.

Imagine a client asks why the product you’re showing them costs twice as much as the first one they saw. Your instinct may be to justify the price by explaining everything you know about the product.

But what does the client actually want to understand? Are they concerned about durability? Construction? Longevity? Performance? Or are they simply trying to determine whether the difference matters to them?

Before giving them every possible reason, ask a more specific question. You might say:

“Since durability is important to you, may I explain how the materials in this tile differ from the other one? They look similar, but they aren’t made from the same materials or produced in the same way. Would that be helpful?”

Then stop talking and allow them to answer. More information doesn’t automatically create more value. Information becomes valuable when it is relevant to the person standing in front of you.

Actions for Salespeople and Sales Managers

• Breathe, focus, and bring yourself back to the present.

• Allow a pause before responding.

• If you became distracted or missed something, ask the person to repeat or elaborate.

• Keep your response specific and relevant to what matters to them.

• Remember that a pause does not have to be filled.

Other than that…shhhhhhh.

Now, go practice asking a good question—and being quiet long enough to hear the complete answer.

Join me live: Stop Talking—The Power of Silence

Wednesday, October 21
3–4 p.m. EDT
Live on Zoom

We’ll explore why silence increases trust, clarifies objections, elevates your professionalism, and gives customers the space to think—and choose.

CEUs may be available. If you’re interested, reply to this email before the training and let me know.

[REGISTER HERE]

oxo,

Jody

P.S. My Sales Management Training Program starts tomorrow! If you’ve been considering joining—or want to know whether it’s the right fit for you and your team—call me today. I’d be happy to talk through the program and answer your questions.